Source: Michael Fielding, MEATINGPLACE, 3/17/17


Consumer willingness-to-pay (WTP) for all meat products are lower than one year ago, except for the hamburger, according to the latest Food Demand Survey from Oklahoma State University. WTP for burgers climbed a mere 10 cents over last March, when consumers were willing to pay $4.52, compared to $4.62 in March 2017.

Compared to one month ago, willingness-to-pay (WTP) decreased for steak (down 1.85 percent), pork chops (down 4.03 percent) and especially deli ham (down 25.85 percent). WTP increased slightly for chicken breast, hamburger and chicken wings.

Meanwhile, expenditures on food eaten at home fell 3.05 percent from February to March, and expenditures on food purchased away from home fell 6.91 percent from February to March. Consumers expect higher beef, chicken and pork prices compared to one month ago. Consumers plan to buy slightly less chicken and beef compared to last month. Plans to eat out remained nearly unchanged.

Awareness and concern tracking
GMOs, salmonella and E. coli were the most visible issues in the news over the past two weeks. The largest percent increase in awareness from February to March was for bird flu. The largest percent decrease in awareness from February to March was for gestation stalls followed by lean finely textured ground beef. Salmonella, E. coli and hormones were ranked as the top three food safety concerns in March.

The largest percent increase in concern over last month was for beta-agonists followed by bird flu. The largest percent decrease in concern was for farm animal welfare.

Additionally, taste, safety and price remained consumers’ most important values when purchasing food this month. Consumers’ food values remained similar to those in past months. This month, consumers reported that their main challenge was finding affordable foods that fit within their budget. Finding “foods my children will eat” was the challenge experiencing the largest percentage increase, while losing weight experienced the largest percent decrease.

Similar to last month, 7.9 percent of participants reported having food poisoning. About 7 percent of respondents reported being vegetarian or vegan.

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